Digitalization and New Trends in the Nigerian Music Industry: The Social Media Angle

Abstract

It is evident that the evolution of digital technology has created an apparent and drastic shift in the way the music industry operates. Social media as an important tool in music digitalisation is also bringing further transformation to the way artistes, producers and other music industry stakeholders conduct their business. Adopting the qualitative research method with digital ethnography and consultation of relevant literatures, this study examines the Nigerian music industry and the popular music scene through the current Afrobeats sub-genre against the backdrop of social media deployment. The paper argues that the social media has contributed positively towards the popularity of Afrobeats and the Nigerian music industry, and through social media new trends and novel way of music production, promotions and dissemination is being witnessed in the Nigerian popular music scene.